[Case Studies](https://jamiegrand.co.uk/case-studies/)

# Skyflite

Doubling e-commerce revenue via Liquid Optimisation, Schema Architecture, and Intent-Based SEO

- Engagement

  Technical SEO & Shopify Optimisation

- Started

  2023

- Completed

  Ongoing

- Services

  Technical SEOCROTheme Development

Skyflite is a heritage luggage brand built on Shopify. While they had strong brand recognition, their digital performance was plateauing due to reliance on brand search and low conversion efficiency.

![Skyflite Luggage Analytics Growth](https://jamiegrand.co.uk/_astro/sky.DaPsAJrq_Z3t5TG.webp)

## 01. The Challenge

The analytics revealed a classic “leaky bucket” scenario. Despite having high-quality products like Zest and Corniche, discoverability and engagement were lagging:

- **Reliance on Brand Search:** The site was invisible for high-volume non-brand terms like “lightweight luggage”.
- **Engagement Drop-off:** Product pages suffered from high bounce rates, indicating poor UX or slow load times on the existing theme.
- **Conversion Stagnation:** Traffic wasn’t converting efficiently into revenue, with rates stuck around 1.8%.

## 02. The Strategy

### 1. Advanced Shopify Schema

We moved beyond basic theme settings to full custom **Product Schema** implementation via Liquid. This helped Google understand price, availability, and reviews, driving “Rich Results” in the Shopping tab and improving CTR.

```
// Liquid Schema Injection
{% assign current_variant = product.selected_or_first_available_variant %}
"offers": {
  "price": "{{ current_variant.price | money_without_currency }}",
  "availability": "[http://schema.org/InStock](http://schema.org/InStock)"
}
```

### 2. Optimising for Intent (UX)

We redesigned the product page experience to align with buyer intent.

![Ecommerce Sales Funnel](https://jamiegrand.co.uk/_astro/flow.DYZwFZmw_ZbSacq.webp)

By improving Liquid rendering speeds and layout, we turned casual browsers into active shoppers. This reduced bounce rates by **15–20%** and increased product page views by **90%** YoY.

### 3. Organic Growth Engine

We shifted focus to “non-brand” SEO clusters (e.g., “Hard Shell Suitcases”). This strategy effectively doubled organic traffic (+80-100% YoY), making Organic Search responsible for two-thirds of total revenue.

## 03. System Output

The synergy between technical SEO and Shopify optimisation delivered results in the top 5% of e-commerce benchmarks.

```
// Performance Metrics
const results = {
  "Total Revenue": "+95%", // Doubled YoY
  "Organic Traffic": "+100%",
  "Conversion Rate": "2.9%", // Up from 1.8%
  "Transactions": "+75%"
};
```

- **Revenue Efficiency:** The site now generates +40% more revenue per thousand sessions.
- **Traffic Quality:** Organic users now have a 78% engagement rate.
- **Sales Velocity:** Purchase volume increased by 75% without increasing ad spend.

Client

Skyflite

[View live site](https://skyflite.co.uk/)

Role

Shopify Developer, Technical SEO

Stack

ShopifyLiquidGoogle Analytics 4Search ConsoleSchema.org

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Source: https://jamiegrand.co.uk/case-study/skyflite/